---
title: What does NO_MATCH (Non Optin Number) mean?
description: "The **recipient number is not opted in** where opt-in is required - for example for promotional or marketing messages. The message was not sent to comply with consent rules. **What you can do:** Send only to numbers that have given consent for the…"
url: "https://www.smsgatewaycenter.com/blog/kb/what-does-no_match-non-optin-number-mean/"
updated: "2026-05-16"
category: "Bulk SMS / Errors & Error Codes"
---

# What does NO_MATCH (Non Optin Number) mean?

The **recipient number is not opted in** where opt-in is required - for example for promotional or marketing messages. The message was not sent to comply with consent rules.

**What you can do:** Send only to numbers that have given consent for the type of message you are sending. Use an opt-in list and remove non-opt-in numbers.

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